The Nuts and Bolts of Branding:
Corporate Identity – Logo, stationery system, email template, signage, forms, apparel
Brand Identity – brand standards including color palette, typography, icon library, imagery such as photography or illustration styles, and copywriting tone and personality
Applications – Applications of the logo and brand identity on the website, collateral, presentations, tradeshows, advertising, direct marketing, social media, etc.
That the above-mentioned aspects of your brand convey a cohesive message and appearance wherever the customers experience the brand, is the reason that visual identity is so important. A cohesive identity projects that you clearly stand for something, that you run a tight ship and that one can consistently expect the highest level of professionalism from your organization, whenever and wherever they meet you.